I know at the heart of it I'm just having a moan but there is a wider point to be made here.
Generally positive media coverage begets a greater profile nationally and internationally which in theory attracts a wider fanbase and hence attracts advertisers.
Can anyone argue Little Everton are a lesser sell than Big International Superstar Everton?
I'm not for a moment suggesting Jags is a technical genius and most of the time I can just ignore all our team's greater achievements being overlooked completely or down-played in favour of knocking stories but when I saw this one it just hacked me off.
That and the fact The Times on Tuesday went for "Isn't Lukaku just a flat-track bully?" and tagged Tom Davies' well-deserved super-contract on the end.